With a slow growth market, the key is account penetration. While a gap analysis helps penetrate existing accounts, penetrating silent accounts … those house / unassigned accounts is a historical industry challenge.
The biggest reason is that you do not spend time on them. Too few dollars to justify a personnel investment so they do not know you, and you do not know them. They may buy much from your competition, they may change a lamp once over three years, or they could be a contractor that comes to the counter occasionally.
Did you know that, frequently, these accounts represent less than 10% of sales but 50-70% of your accounts?
But they are not anyone’s responsibility and rarely receive any outreach from your company!
Recently John Gunderson and I conducted research for Prokeep on demand creation … strategies to drive revenue and proactively sell to targeted customer segments. You can download the report here.
Or, if you are willing to invest a little time, on July 16th we’re presenting the results and going deeper … we’ll share some actionable ideas! And you’ll be able to hear how a City Electric district is using proactive tools to penetrate this market!
Our distributor-based research revealed insights on reactive sales cycles, stretched-thin salespeople, and the opportunity of activating dormant accounts, amongst a few challenges in being proactive in demand creation. The comprehensive report dives deep into distribution challenges and opportunities.
Our CMG research shows that electrical distributor “salespeople” are increasingly assigned more accounts, are time starved, rarely engage in pursuing new accounts or penetrating additional accounts. Most outside salespeople focus on their top 5, maybe 10, accounts. Inside sales is too busy answering calls, developing quotes, and processing POs to do any outbound calls.
A vast majority of distributors talk that they want to be proactive. They talk they want to have some focus on house accounts. The reality … few execute on it. The “say / do” ratio is … low.
Is sales responsible for these accounts? Branch managers? Marketing? Anyone?
Join us July 16th and we’ll share the research and provide some insights.
What you’ll take away from the webinar
- Why reactive selling isn’t cutting it in today’s market, and where are the opportunities to improve
- Where teams are winning—without overhauling their sales organizations
- How other distributors are activating house accounts to drive revenue
- Strategies for consistent outbound and re-engagement programs
- Real-world results from distributors who are using multiple programs and approaches to drive top sales performance.
We invite you to join us live on July 16th (or register to watch on demand). We guarantee that an hour invested will be worth your time (and if you do not have the time, whom from your organization should be responsible for this and should attend?
And if you have questions after the webinar and want to take, let’s schedule some time.
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